4. GAMING BRITAIN: A NATION UNITED BY DIGITAL PLAY
OF THE UK POPULATION GAMES
(32.9M 8-65 YR OLDS)
78% adults / 98% kids
Base: All Adults: 3,017; All Kids 8-15 years: 1,000
5. They are not just young men….
23%
45-65 C2DE
16-24 ABC1
33% 46%
51% 49%
54%
44%
Male Female
25-45
63% of game players disagreed with
the statement “Gaming is only for young people”
Base: All Adult Game Players: 2396
7. LEAN FORWARD = ENGAGEMENT
(gaming offers 3x the engagement of TV)
Ease of distraction Multi-tasking Engagement
60% 57% 35%
52%
30% 47% of respondents who
50% play weekly agree that “I
always seem to get drawn
40% 25% into games and lose track
40% 37% 36% of time”
33%
20%
29%
30%
25%
15%
20% 18% 58% of respondents who
10% play weekly
10% agree that “When I'm
10% 8% 8%
5% playing games I need to be
totally focused”
0% 0%
Playing video Reading the Browsing the Reading Watching TV Listening to the
games newspaper internet magazines radio
Based on all adults that ever do that activity: Game – 2012; TV – 1940; Net – 2012; News – 1763; Mag – 1731; Radio – 1846
Q23 So, adding which, if any, of these activities would make this statement true for you?
8. The types of game played also varies a great deal
Puzzles and social networking games are actually more popular than what we might think of as traditional video games
Puzzles/Board Games/Quizzes 49%
Social Networking Games 30%
Sports 29%
Touch screen games 26%
Fitness Games 25%
First Person Shooters 23% % playing types of game nowadays
Action Adventure 23%
Classic 21%
Racing 20%
Music 17%
Simulations 17%
Strategy 15%
Role Playing Games 15%
Fighting 10%
Virtual life 8%
Massive Multiplayer Online… 6%
Base: All Adult Game Players: 2012
Q14 – Which types of video game do you play nowadays?.
9. Newer types of game being driven by female players
% playing types of game nowadays
Puzzles/Board Games/Quizzes 49%
Social Networking Games 30%
Sports 29%
Touch screen games 26%
Fitness Games 25%
First Person Shooters 23%
Action Adventure 23%
Classic 21% Female players are
Racing 20% more likely to be
Music 17%
Simulations 17%
playing these types of
Strategy 15% game
Role Playing Games 15%
Fighting 10%
Virtual life 8%
Massive Multiplayer Online Games 6%
Base: All Adult Game Players: 2012
Q14 – Which types of video game do you play nowadays?.
10. Facebook Global
Gaming Stats
MAU’s = USA Population DAU’s = UK POPULATION
( approx 300m Monthly ( approx 60m Daily
active users) active users)
Source: Allfacebook.com Aug 2011
11. CONNECT YOUR BRAND TO 500 MILLION SOCIAL GAMERS
500 MILLION 56 Million users play games on
Facebook everyday
USERS
+ 50% 7.7 Million hours per day spent on social
of FB logins are to play
games in the UK
Social Games
FREEMIUM 24 Have paid cash for in-game
benefits
GAMES
* Source: %
Allfacebook.com, Neilsen, Games.com, InsideFacebook, Information
Services Group
12. Social Gaming surpassed email in
2010 to become 2nd leading activity
online with >10% time use
Source: AllFacebook.com Aug10
13. The Shift to Social
The shift to ‘free to play’ and ‘freemium’: taking a strong
brand and making it stronger
14. Social Games Growth is not o
play social games
50%
40%
30%
20%
10%
0%
2010 2011
INFORMATION
Source SOLUTIONS
Sept 2011 GROUP
17. Arcade/Casu
al style
Huge Growth area. Short &
fun ‘snackable’ games where
players can play quickly and
progress fast.
Typically female biased – age
sweet spot late 30’s
20. RPG
Role playing games. From
Sims Social which is
popular with a younger
female skewed audience
through to lads games
such as zombie lane or
mafia wars.
31. ‘THIS GAME IS
ESSENTIALLY A GRAN
TURISMO OR FORZA
BUT IN A KICK ASS
FREE TO PLAY
PACKAGE’
The world’s free to play first console-quality online socially enabled racing game.
34. &
SupersonicAds sell CPA and video brand engagement
on FB and other platforms
Global Facebook partnership enabling age & gender
targeting and FB Credit distribution
35. BrandConn
USER FLOW Gamer is logged into their
preferred game / network
1. User is prompted to engage 2. User initiates the branded video 3. Post action engagement
with branded content and is rewarded Facebook and viral activation
credit or Virtual Currency
38. MOBILECONNECT : REEBOK EXAMPLE
Gamer is presented BrandConnect player Once the video is
User must watch
with ‘Free Coins’ icon opens, presents 100% of the video
complete, CTA
User initiated Content brand and video message appears
39. Talking Friends – Talking Tom and Others ( the 2nd
• largest mobile entertainment app )
Talking Friends – Talking • Video Engagement
Tom & Friends • Standard Banners
• iOs / Android
• 400m downloads / 70m –
Talking Tom 2
44. THANK YOU – ANY
QUESTIONS?
James Salins
VP Advertising Europe
SupersonicAds
james.s@supersonicads.com
Editor's Notes
GB Internet user populations were: 16-65 years - 34,965,000 & 8-15 years - 5,380,000GB
NON GAMERS PROFILE – Male: 46%; Female 54%; 16-24: 5%; 25-44: 30%; 45-65: 65%; ABC1: 61%; C2DE 39% Children – Female 51%, Male 49% 8-9 24%, 10-11 24%, 12-15 52%...98% of children are gamers therefore can’t distinguish gamers from non gamers demographically.“Gaming is only for young people” disagreement– 16-24: 58%; 25-44: 63%; 45-65: 66%